Searches for iPad ‘to overtake TVs this week – despite run up to the World Cup’
- Added:
- May 28, 2010
UK Internet searches for Apple’s new iPad are increasing in anticipation of the touch screen tablet PC going on sale in the UK today (Friday May 28th), according to new research.
The study, from Hitwise Experian, found that for the week ending May 22nd the iPad was the most searched computer in the UK, accounting for 24% of all laptop related searches.
“When the iPad was first announced back in January, there was a massive surge in searches. During the week ending January 30th there were three times as many searches for the iPad than TVs,” commented Robin Goad, Research Director at Experian Hitwise. “Given all the marketing and press coverage Apple and the iPad are receiving this week, we expect UK searches for the iPad to overtake TVs this weekend, even despite the surge in demand for them in the run up to the World Cup.”
“However, the iPad still has a way to go before it overtakes the iPhone to become the UK’s most searched for consumer electronics product. Last week there were six times as many searches for the iPhone than for the iPad.
Overall, Apple is the most searched for consumer electronics brand in the UK, with its products and brands accounting for 10% of all consumer electronic searches during the week ending May 22nd.
Given today’s news that Apple has now overtaken Microsoft to become the biggest technology company in the world by market capitalization, it would seem that this brand strength is also paying financial rewards for Apple.”
UK Internet traffic to the official iPad website (www.apple.com/ipad) has increased significantly in the run up to the launch. Over 30% of visits to the site during the 4 weeks ending May 22nd came from London and the South East, and people from London in particular are significantly over represented as visitors to the site.
People living in West London are 83% more likely to visit the site than the UK average, while for those in East London the figure is 74%.
This is also reflected in the types of consumers that visited the site during the same period.
The two most over-indexed Experian Mosaic groups visiting the iPad homepage are currently Alpha Territory (“People with substantial wealth who live in the most sought after neighbourhoods”) and Liberal Opinions (“Young, well educated city dwellers enjoying the vibrancy and diversity of city life”).
Ten most searches for consumer electronics brands in the UK
|
Rank |
Brand |
Market share of UK consumer electronics product searches, w/e 22/05/10 |
|
1 |
Apple |
10.0% |
|
2 |
Microsoft |
4.0% |
|
3 |
Sony |
3.1% |
|
4 |
Samsung |
2.6% |
|
5 |
Nokia |
2.2% |
|
6 |
HTC |
2.0% |
|
7 |
Blackberry |
1.7% |
|
8 |
Dell |
1.5% |
|
9 |
Sony Ericsson |
1.5% |
|
10 |
AVG |
1.1% |
|
Source: Experian Hitwise |
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